Conceptualising Television Advertising: From ‘content’ to genre, from USP to ISP

Lars Pynt Andersen

Television and cinema commercials are the great beasts of the marketing epiphany. Expensive, fascinating and complex, they are very difficult to grasp or compare.
  

Conceptualising television advertising: from 'content' to genre, from USP to ISP

Lars Pynt AndersenCopenhagen Business School

Television and cinema commercials are the great beasts of the marketing epiphany. Expensive, prestigious and fascinating in their very complexity, they are very difficult to grasp or compare. But how do they compare? What kind of experience do they offer?

The most reasonable answer is probably that certain knowledge about the general effects of specificparameters in these complex communications is unlikely. Nonetheless, many attempts have been made at comparing a volume of TV ads across a selection...

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